FOREWORD
Influence is a strange thing. What influenced us to write this book? Why do we listen to or watch some individuals we never met when they are promoting brands we might know? How does influencer marketing really work, when you look behind the number of likes or followers or shares or tweets?
It was questions like this that drew us together to write this book, though like many of the strongest brand relationships, ours goes back much further to one summer when Bettina visited as an academic fellow at the ad agency where Helen worked. The friendship that we developed years ago in Chicago has lasted, despite sometimes considerable geographic distances. We swap stories of both our professional and family experiences, while still pursuing ...
